Live To Play Sports
Alex Legum is an experienced brand manager and outreach coordinator with a strong background in the cycling industry. Currently serving as the Brand Manager for Norco USA at Live To Play Sports since December 2017, Alex manages a dealer network of over 100 local businesses, focusing on relationship building, sales strategies, and internal process improvement. Previous roles include Outreach Program Coordinator at Charlie's FreeWheels and Trek Women's Advocate at Trek Bicycle, where Alex championed gender diversity in cycling and developed community programs. With experience as Project Manager at Evergreen, Alex led various active living initiatives and festivals. Early career roles included mechanic positions at Hoopdriver Bicycles, Curbside Cycle, and Bikechain, showcasing expertise in bike repair and customer service. Alex holds an Honours B.Sc. in Psychology from the University of Toronto.
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Live To Play Sports
Live to Play Sports is Canada's largest and most experienced wholesale distributor of premium bicycles, parts, and accessories and the parent company of Norco Bicycles and Axiom Cycling Gear. Since 1964, we've excelled in delivering premium brands to independent speciality bicycle dealers. We’re a group of passionate riders, connecting people with cycling. Mission: Making lives better through cycling by developing, marketing & distributing specialty cycling brands. Vision/Purpose: We believe everyone is a cyclist. We embrace cycling’s potential to improve the quality of life for everybody. Through Norco, our other proprietary brands, and those we partner with for distribution within Canada, we will achieve a touch point with every cyclist.